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What are the six Facebook Ad campaign objectives?

Facebook eye

What are the six Facebook Ad campaign objectives?

Over the past year, Facebook has been rolling out its new campaign objectives to users. If you’re reading this, you may have experienced the shift for yourself, which came with no warning for users – one day, you had the old campaign objectives, and the next, the shiny-new objectives appeared, with a whole new look and no real guidance on how to use them.

In addition to the interface of selecting a campaign objective being visually much different, the objectives themselves can be a little hard to wrap your head around, as they’ve been streamlined down from 11 objectives to just six.

While previously, objectives were broken down under three subheadings – Awareness, Consideration and Conversion – now, there are no categories they’re grouped into. You simply need to choose from Awareness, Traffic, Engagement, Leads, App Promotion and Sales.

But what do these objectives actually mean, and what are they best suited for? Read on to find out.


This is an easier objective to wrap your head around, as it has essentially combined the previous Brand Awareness and Reach objectives into one. This objective should be used if you want to get your brand and name out into the world. It’s all about getting people aware of who you are and familiar with your branding – not about them taking any specific actions, other than perhaps watching a video.


There was previously a Traffic objective with the old types, so there’s not really any change here. Traffic campaigns are designed to send people to a destination, be that a landing page, Facebook Messenger or another app. It’s important to note here that traffic and traffic alone is the objective here – these ads are optimised and shown to people known for clicking on ads, not for those known for actually converting once they’ve clicked on an ad.


Again, there was a previous Engagement objective, so you wouldn’t be wrong in thinking this objective is geared towards getting people to engage with a post, page or ad, as it was previously. However, Engagement now also encompasses driving people to Messenger, WhatsApp and Instagram to engage with you there, getting responses for events, and some conversions too (just not sales).


The Leads objective is designed for, as the name suggests, capturing leads. However, while the previous Lead Generation objective involved setting up a specific ‘Instant Form’ form via Facebook to use on the ads, the Leads objective now also encompasses non-sales conversions, calls and Messenger requests. This is now, essentially, a Conversions ad where no money is involved.

App Promotion

This is very similar to the previous App Installs objective. However, it can also be used to get people to make in-app purchases or take specific actions within an app once they have already downloaded it.


The clue’s in the name for this one – this is the other half of the previous Conversions objective, with this one being aimed at making actual sales as opposed to generating leads. If you have an online shop, this is the objective you want to use in order to sell your products. It can also be used to drive sales via phone or messaging platforms, however – another key difference between the old types and the new.

Choosing the right campaign objective and ad type is essential to get success from Facebook Ads. If you’d like to learn how to do this yourself, our Ultimate Facebook Ads Master Academy is included for FREE in our EngageWeb.Club membership. Join the club today to get instant access!

Emily Jones

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